What Would Happen- Sony Purchased the Call of Duty Franchise

What would happen if one of the big three, in this case Sony, bought Call of Duty? How would the industry react?

It would be incredibly interesting to see if Sony would be able to skyrocket out of their current rut if this were to happen. The games have never sold bad, and it seems like they never will. There are some theories that assume sales will begin to decline in the coming years, but an IP like that could possibly put Sony millions of sales above Microsoft and Nintendo for the time being.